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Shape congruence in product design: Impacts on automatically activated attitudes

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  • Pleyers, Gordy

Abstract

Scientific studies have strongly emphasized the importance of automatic (unconscious) processes underlying consumers’ behavior. However, research is missing on automatically activated attitudes resulting from product design. This study aimed at examining such attitudes by relying primarily on evaluative priming methods (i.e., affective priming task, and lexical decision task combined with a semantic priming procedure). In line with a processing fluency framework, it provides evidence that shape-congruent (vs. shape-incongruent) product designs may be associated with a more positive affective response and a greater activation of trust-related perceptions. Important implications are involved for retailing and professionals in charge of product management.

Suggested Citation

  • Pleyers, Gordy, 2021. "Shape congruence in product design: Impacts on automatically activated attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    • Handle: RePEc:eee:joreco:v:61:y:2021:i:c:s0969698918311603
    DOI: 10.1016/j.jretconser.2019.101935
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    References listed on IDEAS

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    Cited by:

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    3. Li, Menglin & Jin, Yufang & Zhang, Jurui & Liu, Raymond, 2022. "Does shape in backgrounds matter? Effects of Shape–Taste congruence on product evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    4. Caroline Kopot & Brenda J. Cude, 2021. "Channel Depth or Consistency? A Study on Establishing a Sustainable Omnichannel Strategy for Fashion Department Store Retailers," Sustainability, MDPI, vol. 13(13), pages 1-16, June.
    5. Jun, Yesel & Lee, Hyunju, 2022. "A sound brand identity design: The interplay between sound symbolism and typography on brand attitude and memory," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Gao, Xin & De Hooge, Ilona E. & Fischer, Arnout R.H., 2022. "Something underneath? Using a within-subjects design to examine schema congruity theory at an individual level," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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